Payless Shoes tricked influencers into paying luxury prices

Payless Shoesource proved that pricing is all about how an item is marketed. In a part-advertisement campaign, part-prank, part-social experiment, the budget footwear retailer convinced shoppers to pay luxury prices for bargain shoes.
Payless created a fake luxury brand, which it called Palessi, and occupied a temporary retail space in a former Armani store in
California. The brand worked with advertising agency DCX Growth
Accelerator to create the fake store and invite 60 VIPs and fashion influencers to the launch party. The invitees were told that it was a market research event, for...Read more ...